Business Networking: The Ins and Outs

Marketing a business is no easy task.  One of the most effective means of marketing a business, which we have tried out over the past couple of years, is referral marketing  (aka: business networking).  However, there is more to networking that just simply showing up. 

Through trial and error, we have come to understand that there are certain dos and don’ts to networking, and wanted to take an opportunity to share what we’ve learned.  Whether you regularly attend chamber of commerce events, or belong to a referral organization such as BNI or Le Tip, our list below may prove very helpful and aid in your making your networking time as effective as possible.  So here it goes…

1. You have to play hard to get.  Do not give out your business card to people unless they ask you for one. 
2. Leave the day’s baggage in the car.  Whether or not you are in a good mood, once you enter a networking function, do so with a smile on your face. 
3. There is no fashionably late when it comes to business meetings of any kind, even those networking functions that may be less formal and more social.  Always, always BE ON TIME, if not 5 minutes early. 
4. Always look eye.  When you greet people, look them in the face and at the very least, feign interest in what they say.  If you say hello while looking around the room for the next person to talk to, you are being at the very least rude, and at the most, unlikable.  Referrals are given to people that are liked. 
5. Make people feel special.  Check your electronic devices at the door!  Do not go into a networking meeting and work.  Your job is to get there and build relationships.  If people see you checking your phone, or heaven forbid, checking email on a laptop, you instantly tell them your work is more important than they are, and that tells them they are not special to you. 
6. Become the “hub”.  If someone has a need, become the one to fill it.  If your are an attorney, and someone calls you looking for a plumber, be ready with a referral.  Eventually they will call you for your services.
7. No spammers allowed!  At networking events, business cards are passed around like candy.  So you may hand out some cards, and collect cards.  This is great for making contacts and beginning relationships.  This does not mean those names and emails should be placed into your database for the next blast you send out.  Email blasts, newsletters, etc, should be an opt-in item.  Get people’s permission before you start blasting away and filling up their inboxes with information they may not want or need.
8. Make a play date.  Business networking is about relationships.  If people see you only once a month, you do not have a relationship with them.  In order to develop relationships, make time in your schedule to meet with referral partners outside of the normal networking meeting so you can really learn about what they do and how they do it.